Report Shows that Eco-Aware Living is a Parenting Priority for 21st Century Dads

(3BLMedia/theCSRfeed) St. Petersburg, FL - July 22, 2010 - According to a new consumer trend report by EcoFocus Worldwide called Make Way For EcoAware Dads, a new dimension of fathering is emerging among American Dads who believe teaching their children environmental responsibility is a footprint that matters. The study shows that 65% of American Dads (over 36 million men) agree that “when my kids are grown, I want them to remember me as teaching them to be environmentally responsible”.    EcoAware Dad wants his family’s home and lifestyle to be safe, efficient and responsible, and he sees a lot of room for improvement: only 42% rate their home extremely or very energy efficient; and 41% rate their lifestyle very green or eco-friendly. Only 16% are very satisfied with how green or eco-friendly their lifestyles are today. Often, the choices are difficult or confusing.    “For EcoAware Dad, this is all very integrated and very personal to his role as a father. It’s a powerful new trend as Dad is realizing some unexpected benefits to his family’s home and lifestyle,” explains Lisa Harrison, Research Leader for EcoFocus. “For example, while he may have insulated his family’s home for economic reasons first, the secondary benefit is in quality of life because the home becomes a quieter and more comfortable living space. It’s also about laying a strong foundation for sustainable living for his kids today and for future generations of his family: 91% of EcoAware Dads say it is important for my children to understand the impact they have on the environment based on the choices they make.”   EcoAware Dad realizes that changes sometimes take big investments in both time and money. Still, he sees prospects for big payoffs. He knows he can’t do it all at once. Still, most (83%) have already “changed the way I do things to make choices that are better for the environment”.  More than 8 in 10 agree that being eco-friendly is a way to improve quality of life for themselves and their families. For EcoAware Dad, sustainability means living in a way that ensures future generations will be able to have the conveniences and luxuries we enjoy today.     For more information about the new EcoFocus report Make Way for EcoAware Dads or to schedule an interview with Ms. Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).    About EcoFocus Worldwide EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace.  Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services.  http://www.ecofocusworldwide.com.   EF8000